There are so many tourists in Japan that the government is now sending it to the country

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The most famous cities of Japan are currently experiencing a strong increase to tourists. In order to support weaker regions, visitors are encouraged to increasingly travel rural areas. At the same time, this should help relieve the cities.

What problem is there in Japan? Japan is one of the most popular travel destinations in the world, but that is exactly what is now a problem. According to Naoki Kitazawa, director of the Japanese National Tourism Organization (JNNTO) office in Sydney, tourist masses in cities such as Tokyo, Kyoto and Osaka are now so great that the government has taken an unusual measure: it asks visitors to discover rural regions to relieve the cities.

Why is Japan experiencing a tourist rush? Several factors have led to Japan currently recording a record. One of the main reasons is the economic situation: the weak yen makes traveling to the country particularly attractive.

This goes hand in hand with the comparatively low cost of living. Food, transport and accommodations are more affordable for many foreign visitors than in their own country, which Japan also makes attractive as a travel destination. According to the publish numbers, Australians in particular flock to Japan. Between January and November 2024, 807,800 tourists from Australia visited the country, almost four times as many as in 2019.

In addition, there is the increased popularity of Japan after pandemic. While the country was closed for international visitors for a long time, it is now all the more travelers who want to catch up with the missed opportunity.

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Japan fights with mass tourists

What problems arise from the tourist masses?

  • Overcrowding: streets, temples and sights are sometimes overflowed that visitors get stuck in crowds.
  • Security risks: Reports about tourists who suffer fainting in the narrow streets are piling up.
  • Business for locals: Some restaurants and hotels have introduced price relays for tourists to regulate demand. In extreme cases, locals even pay for being left alone.

    • The answer to the problem: The Naoki Kitazawa message is primarily aimed at Australian tourists. In order to relieve the cities and at the same time strengthen economically weaker regions, the Japanese tourism organization relies on a new strategy: visitors should explore rural areas. Because the country’s rural areas also have a lot to offer:

  • Tohoku: less well -known but impressive nature, hot springs (onsen) and historical temples.
  • Kanazawa: Traditional Samurai district, beautiful gardens and art museums.
  • Naoshima: an island full of modern art, relaxed atmosphere and beaches.
  • Hokkaido: Perfect for nature lovers, with ski areas, mountains and unique cuisine.

    • Will Japan’s tourism change permanently? The redistribution of tourism could be a sustainable model for Japan in the long term. While cities like Tokyo and Kyoto continue to remain the main goals, regions could benefit away from the masses. If the strategy is successful, Japan’s travel industry could change fundamentally, towards a more balanced and sustainable tourism model.

    While Japan is breaking new ground to direct tourism to rural regions, there are unique excursion destinations and attractions in Tokyo that many visitors fascinated. Like the world’s only one piece gym. Our Meinmmo editor Sophia Weiß has tried out what this unusual concept has to offer for you.

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